East Yorkshire farms are creating new tourism opportunities through diversification

Farm businesses across East Yorkshire are successfully diversifying into tourism, creating new visitor accommodation, supporting rural economies and attracting more people to discover the region’s countryside.

Working with Invest East Yorkshire’s Business Support Services team, a number of local farming families have transformed ideas into thriving tourism ventures, helping secure the future of their businesses while contributing to the area’s growing visitor economy.

Among them are The Wolds Project, Bainton Burrows and Holborn Hideaways – three different businesses united by a common ambition to create sustainable new income streams through farm diversification.

The Wolds Project, created by Lawrence and Jenny following their return to East Yorkshire from London, combines regenerative farming practices with sustainable tourism. Located in the Yorkshire Wolds, the development features environmentally conscious cabins built using straw bale insulation and natural building materials, giving visitors the opportunity to reconnect with nature while learning more about modern farming and land management.

At Bainton Burrows, owners Michael Byass and Charlotte Jarrow have transformed part of their working farm into a luxury glamping destination. The business has already welcomed its first guests and is helping increase visitor accommodation capacity in the area, supporting local attractions, hospitality businesses and retailers through additional tourism spending.

Meanwhile, Holborn Hideaways near Barmby Moor demonstrates how diversification can create opportunities not only for businesses but also for families. Developed by Moira Wilkinson-Mudd and her family, the new glamping venture has brought visitor accommodation to an area with limited overnight stay options while creating a flexible business model that works alongside family and caring responsibilities.

While each project is unique, they all highlight the growing role that tourism diversification is playing in strengthening the resilience of rural businesses across East Yorkshire.

Invest East Yorkshire’s Business Support Services team has worked alongside each business at different stages of their journey, providing advice, guidance and support to help them develop business plans, explore opportunities and turn ideas into reality.

Dawn Hall, Business Support Services Manager at Invest East Yorkshire, said:

“Farm diversification continues to play an important role in supporting the long-term sustainability of rural businesses across East Yorkshire. Tourism businesses such as The Wolds Project, Bainton Burrows and Holborn Hideaways are creating new opportunities for farming families while helping attract visitors to our countryside and supporting local supply chains, attractions and hospitality businesses. The developments are helping increase the range of accommodation available across the region, encouraging visitors to stay longer and explore more of East Yorkshire’s towns, villages, attractions and landscapes.”

William Hall, Tourism Manager at Visit East Yorkshire, said:

“The Yorkshire Wolds and our surrounding countryside are among East Yorkshire’s greatest assets, and businesses like these help showcase the area’s natural beauty, local food and drink, outdoor activities and rural heritage. By creating distinctive visitor experiences, they’re not only supporting their own businesses but also bringing wider benefits to local communities and the tourism sector as a whole.”

If you are looking to grow your business or explore funding and support opportunities, visit:
www.investeastyorkshire.co.uk/business-support

This support was delivered through Invest East Yorkshire Business Support Services programmes designed to help local businesses innovate, invest and grow sustainably across East Yorkshire.

Holborn Hideaways: A family business built through determination and resilience

When Moira Wilkinson-Mudd first approached Invest East Yorkshire’s Business Support Services team, she had a vision to diversify her family farm and create a new tourism business. What followed was a journey that tested her determination, resilience and commitment to making that vision a reality.

Today, Holborn Hideaways is to welcome its first guests, bringing luxury glamping accommodation to Holborn Farm near Barmby Moor and creating a new future for the family business.

The journey to launch the business was far from straightforward. Alongside developing plans for the new venture, Moira was balancing caring responsibilities for her elderly mother and family. She also faced personal challenges including periods of ill health and family bereavement, all while managing severe dyslexia and navigating the complex processes involved in developing a new business.

Working with Invest East Yorkshire Business Support Advisor Stacey Middlewood, Moira received support with business planning, financial forecasting and developing a viable proposal for the farm diversification project. Together they worked through the practical challenges of turning an idea into a functioning business.

What makes Holborn Hideaways particularly special is that it has been a true family effort. Much of the development work has been carried out by Moira’s husband Andy, with the wider family helping bring the project to life. The result is a new luxury glamping destination that creates additional visitor accommodation in a rural area and provides a new source of income for the farm.

The business also allows Moira to work from home while remaining available to support her family’s caring responsibilities – something that was a key consideration when developing the project.

Moira Wilkinson-Mudd, owner of Holborn Hideaways, said:

“We really don’t know what we would have done without the support we’ve received throughout this process. Starting a business while managing everything else life throws at you can be overwhelming, but having somebody there to guide us, answer questions and keep us moving forward made a huge difference.”

“This project has been a genuine family effort and we’re incredibly proud of what we’ve achieved together. Seeing it finally ready to open makes all the hard work worthwhile.”

If you are looking to grow your business or explore funding and support opportunities, visit:
www.investeastyorkshire.co.uk/business-support

This support was delivered through Invest East Yorkshire Business Support Services programmes designed to help local businesses innovate, invest and grow sustainably across East Yorkshire.

The Wolds Project: Farm Diversification and Sustainable Tourism in East Yorkshire